All In for Nike's React 2
A Dynamic Space Takeover at DICK's Sporting Goods Los Cerritos
When Nike looked to activate a full takeover at DICK's Sporting Goods in Los Cerritos CA, IDL was challenged to design a space that would encourage and inspire runners to get out and crush their goals for the release of the second generation revolutionary React 2 running shoe.
The React 2 story had to be emotional and vibrant, yet also educational and interactive. Through the lens of the bright gradient colorways in the product line, IDL went all in on digital integration alongside the product, resulting in many moving parts that tied together all elements of the campaign.
The end result of the Los Cerritos Center DSG takeover was a vibrant, fun, disruptive Nike experience that is impossible to ignore. From the integration of two massive 15 foot digital screens with campaign graphics to digital shoe screens masking the sole of the shoe rolling content loops of donuts, Jell-o and springs, every element of the space brought it to a new level of wow.